Ed Sheeran’s Guitar Makers ‘Sheeran by Lowden’ Range Launch on Amazon in the U.S

Northern Ireland’s Lowden Guitars is hoping to expand its global reach with Amazon to sell its ‘Sheeran by Lowden’ range. This comes in time for Ed Sheeran’s 25-date North American leg of his ‘Mathematics’ World Tour, playing to almost 1.5 million fans.

The Sheeran by Lowden collection is a collaboration between the 50-year-old Northern Ireland-based guitar makers and Ed Sheeran. Founder George Lowden and the star share a passion to build the best guitar for all budding musicians at an affordable price.

Ed Sheeran previously said: “I grew up wanting to play Lowden guitars, but they were so rare and so expensive I didn’t end up getting one until I was given one by my friend Gary [Lightbody] from Snow Patrol in 2012. Through Gary I met George Lowden and he started making my tour guitars for me, which were amazing both on stage and in the studio.”

David Ausdahl, managing director, Lowden Guitars, said: “Our friendship with Ed developed as he started to play and write his songs on the Lowden and visited our workshops to choose more guitars. We were so pleased to see how much he loved the guitars, so when Ed wanted to play a Lowden on stage, we of course voiced some especially for his stage use.

“That was the magic moment! Ed and George began to dream together of making a range of quality guitars more accessibly priced, that would inspire new players to make music. Sheeran by Lowden was born!”

The company, whose guitars have been played by the likes of Eric Clapton, Damien Rice, Lewis Capaldi and Niall Horan, saw an opportunity to grow sales with the reach that Sheeran offered.

They attended an Amazon Global Selling Workshop arranged in collaboration with the UK Department for Business and Trade which opened their eyes to the potential of exporting their guitars to even more customers around the world.

David, said: “For a small business, like Lowden, it has really educated us to the scale of the opportunity globally by working with a partner like Amazon. The whole experience has been seamless and so positive.

“One of our key considerations has been the capability to store the guitars in a climate-controlled environment and ability to ship them without damage. We need to know our guitars are in a safe location and we are very reassured by the Fulfilment By Amazon service. In addition, it’s also very reassuring when you sell on Amazon, you know that your brand will be protected globally.”

Lowden’s first foray into selling on Amazon was the release of a small shipment of guitars during the recent Australia leg of Sheeran’s tour. The Sheeran by Lowden store launched in record time and was a top seller within weeks of launching.

Now they are set to make waves on a much bigger stage and have shipped hundreds of guitars to the US in time for the start of Sheeran’s North America gigs which began in New Orleans and ends on September 23 in Inglewood, California.

David Ausdahl added: “After launching in Australia with Amazon, we have experienced first-hand the global opportunity available. The sky is the limit because they give us a much bigger audience through access to regions where we have no representation at all. We are looking to expand our relationship with Amazon globally as we see it as an opportunity for growth.”

By Mark Adair – Correspondent, Bdaily

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